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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
SOUND +MU SI C Toyota Camry (Publicis Mojo, Sydney) Coke Zero (Publicis Mojo, Auckland) Ecostore (Tequila/TBWA/Whybin, Auckland) Super Bank (PublicisMojo, Auckland) Steinlager (Publicis Mojo, Auckland) 48 Hour Film Festival - Best Score ROCKME BABY:BEST KEPT SECRET How would you feel if you found your website had been pirated and stolen - every- thing copied, your work, your credentials - taken over and being promoted for sale by someone else. This actually happened to Rick Male of Rock Me Baby Studios after they relocated to Auckland from Melbourne. CB takes a closer look. Michelle Yvonne Cutelli-Male and Rick Male - moved from Melbourne to Auckland two years ago IT WAS NOT THE SURPRISE RICK Male was thinking of on the 4th of July, hi s birthday. Says Male: “My wife Michelle rang up the faker and said how much she loved the music on his site, and posed the question, can we u se t his mu sic for a cam- paign? The faker said yes, absolute- ly. When we mentioned the two names of our songs we we re inter - es ted in usi ng, he hang up an d wit hin two hours t ook t he site dan iele asterb rook.com off air . Imita tion is the sincerest for m of flattery but this is daylight robbery! We h ave e vidence they ha ve be en operating a t least s ince Ma y 2006. If y ou have purchased musi c from Daniel Eas te rbrook o r from Radium Audio in Melbourne please contact Rock Me Baby.” Rock Me B aby is a n Au ckland- based bout ique music st udio, c re- ativel y dri ven by music produc er 68 CAM PA I GN B RIE F and composer Rick Male. Male’s musical d iversit y is embraced in a genre of an intu itive variety. Hi s forte i s in e xpanding the b oundaries o f technolog y and music, in an innovative style. From the Steinlager Pure campaign to summer house mus ic released with Grammy nominated DJ’s, to win- ning best score for th e 4 8 Ho ur Film Festival 06, to being commis- sioned by Scan lan&Th eodore to produce an album for Au stralian fashion week. Male is a music producer, com- poser, multi-instrumentalist, sound engineer and recording ar tist. This combina tion means his cre ativ e work flow is fast an d flu id fr om music to mix to master. This was evident in winning best score for the 48 hour film fe st iva l 2006, judg ed amon g other s by Pet er Jackson. The 6 minute s core was composed, produced a nd m ixed within 8 hours of receiving the pic- tures. Male was the youngest graduate from the Victorian College of the arts majoring in piano, composition and improvisation. He was a finalist in the renowned Australian modern jazz piano competition at age 18. Rock Me Baby’s latest spot is the Steinlager Pure campaign sho t by The Glue Society’s Gary Freedman in New York. It fe atures Male’s bluesy organ riffs over orchestrated score finishing on a sub thumping bar excursion. The inter play between the organ a nd th e ho lly- wood celeb’s dialogue as he walk s along Coney Island’s wharf is key to the soundtrack’s appeal. The Toyota Camry ‘Rea d the road ’ c ampai gn for NZ - via Publicis Mojo, Sydney - re quired a tra ck produc ed to soun d as if it could be a record. Michelle Yvonne Cutelli-Male, Male’s producer/wife /singer wrote and sung the lyrics. Michelle is often featured on Male’s work. She has that Garbage meets Portise Head c olour to her voice. They were offered a Warner Record Deal back in Australia on their rock charged music together. Scanlan&Theodore commissioned Male to compose music for Sydney Australian fashion week. Stunning mus ic that captured media and publi c spotl ight , which in tur n resulted in Male’s production of the Scanlan&The odore One CD. An album of vi nyl beat s, opu lent strings, cinematic soundscapes with a host of pillow talking girl lullaby by Michelle Yvonne. Ecostore chose Male to produce the music for their first TV cam- paign. It features Piano, Male’s first love. Along with a string arrange- ment and percussive world bounce of energy gives an authentic ba ck- drop to the black and white film. The animate d Coke Zero series features a big bea t amped grunt guitar riff played by Male, was then remixed for each of the 4 part series of TVCS. SuperBank was searching for the right track a nd had a super dead- line. Rock Me Baby was brought on board. 24 hours from brief to client approval. Rock Me Baby have just pub- lished their first web site since arriv- ing in New Zealand two y ears ago. www.rockmebaby.co.nz Rock Me Baby Studios is located at GA 11 George St. Newmarket. Auckland. Op posite the Auckland Domain Park. Tel: +64 9 3030 641. Mob: +64 21 704 554. Email: email@example.com Web: www.rockmebaby.co.nz JU L Y /AU GUST 2007
September October 2007
May June 2007